So you need to track GTM (go-to-market) metrics, and you want a dashboard that actually helps—not just another pretty chart graveyard. You’re probably using a tool like Piperai, or considering it, because templates and spreadsheets aren’t cutting it. This guide’s for anyone who wants to skip the fluff and actually build a dashboard that works for their sales, marketing, or revenue team.
Let’s be clear: most dashboards waste time. They’re cluttered, hard to update, and don’t drive action. We’ll walk through what actually matters, how to build it in Piperai, and where people usually go wrong.
1. Know What You’re Actually Trying to Track
Before you open Piperai, get real about your GTM metrics. Too many people start by picking charts or copying what the last company used. That’s a good way to end up with a dashboard nobody uses.
Start with these questions: - What decisions do we need this dashboard to help us make? - Who’s going to use it? Execs? Sales reps? Marketing ops? All three? - What GTM metrics actually matter for those decisions? (Be ruthless—less is more.)
Common GTM metrics worth tracking: - Qualified leads by source/channel - Conversion rates (lead to opp, opp to closed) - Pipeline coverage (by segment, by rep, by stage) - Sales velocity (how fast deals move) - Marketing campaign ROI - Churn/retention (if you’re SaaS)
What to ignore: Vanity metrics (page views, number of emails sent) unless you can tie them to real outcomes. The more noise, the less signal. Don’t let someone’s pet metric clutter up your dashboard.
2. Map Out Your Data Sources (and Clean Up the Mess)
Piperai pulls in data from tools like Salesforce, HubSpot, Marketo, and spreadsheets. But dashboards are only as good as the data behind them. Garbage in, garbage out.
Checklist before you connect: - Know exactly where each metric lives (CRM, marketing platform, billing tool). - Standardize naming conventions (e.g., “Closed Won” is always “Closed Won,” not “Won” or “Closed”). - Check for duplicates, missing values, or weird formats. - Decide which data is the “source of truth” if it exists in more than one place.
Pro tip: Do a quick audit. Pull sample numbers manually from each source and see if they match what you expect. Fix the weird stuff now—it’s a pain later.
3. Choose the Right Visuals (Don’t Overcomplicate It)
Piperai gives you lots of chart options—don’t use them all just because you can. The best dashboards are usually the simplest.
Rules of thumb: - Trends over time? Use a line chart. - Comparing categories? Bar chart. - Progress toward a target? Gauge or single number. - Funnel stages? Actual funnel chart.
What to avoid: - Pie charts for anything with more than 2–3 segments. They’re hard to read. - Heat maps and scatter plots unless you really know what you’re doing. - “Cool” visualizations that don’t add clarity.
Always ask: Does this chart answer a real question? If not, cut it.
4. Build Your Dashboard in Piperai, Step by Step
Now you’re ready to open up Piperai and get to work. Don’t try to build everything at once—start small, then iterate.
Step 1: Connect your data sources - Go to Data Connections and add your CRM, marketing tools, or upload a CSV. - Test the connections—if something’s broken, fix it now.
Step 2: Create a new dashboard - Give it a clear name (“GTM Metrics – Q2” beats “Dashboard 1”).
Step 3: Add your key visualizations - Add one chart for each real question you need to answer. - Drag and drop to arrange the order. Put the most important stuff at the top. - For each chart, double-check the filters. Are you showing the right time period? The right segment?
Step 4: Use calculated fields and filters - Need to show conversion rate or pipeline coverage? Set up calculated fields, not just raw numbers. - Apply filters so users can slice by rep, channel, or date range. But don’t go crazy—too many options = confusion.
Step 5: Set up alerts or highlights - Piperai lets you flag when a metric goes above/below a threshold. Use this for things like pipeline drop-off or missed targets. - Don’t overuse alerts—people ignore too many notifications.
Step 6: Share and get feedback - Share the dashboard with your actual users (sales leads, execs, ops folks). - Ask: “Is anything missing? Anything unclear?” Watch them use it live if you can.
5. Keep the Dashboard Alive (and Useful)
Most dashboards die because nobody updates them, or because they get cluttered over time. Here’s how to keep yours alive:
- Schedule a regular review (monthly or quarterly). Remove old charts, add new ones, and check that the data’s still accurate.
- Document what each metric means—hover tooltips or a simple “About” section. Saves time explaining later.
- Watch for unused charts. If nobody clicks on it, it’s probably not needed.
- Don’t be afraid to delete. More isn’t better.
Pro tip: Build a feedback loop. Add a “Suggest a change” button or just ask users what’s working and what’s not.
6. Honest Takes: What Actually Works (and What Doesn’t)
What works: - Limiting yourself to 5–8 metrics per dashboard. - Regularly talking to the people who use the dashboard. - Focusing on metrics that drive decisions, not just reporting for the sake of it.
What doesn’t: - Trying to please everyone with a “kitchen sink” dashboard. - Ignoring data quality issues (“We’ll fix it later” never works). - Overengineering with too many chart types or filters.
Ignore: - Fancy templates that look great but don’t fit your actual workflow. - Dashboards that try to combine marketing, sales, product, and finance all in one. It’s chaos.
7. Example: A Simple GTM Dashboard That Gets the Job Done
Here’s a barebones dashboard layout that works for most GTM teams:
- Top row: Pipeline coverage (by stage), sales velocity, current month’s closed-won revenue
- Middle row: Qualified leads by source, conversion rates (lead to opp, opp to closed)
- Bottom row: Campaign ROI leaderboard, churn/retention (if relevant)
That’s it. If you need 20 charts, you probably need 3 separate dashboards.
Final Thoughts: Keep it Simple, Iterate Often
The best custom dashboards in Piperai aren’t the fanciest—they’re the ones people actually look at and use. Start with a clear purpose, focus on a handful of important GTM metrics, and get feedback early. Don’t be afraid to trim the fat. Simple dashboards are easier to maintain and actually drive action.
If you’re spending more time tweaking your dashboard than using it, it’s a sign to step back and simplify. Build for real decisions, not just for show. And remember: you can always improve it later.